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Driving higher revenues

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Function 18’s Challenge

Function 18 is a specialist golf apparel website offering affordable, niche garments that will set you apart from the rest, both on and off the golf course. Function 18 has 15 years of experience supplying designer golf clothing to the UK-wide golfer network. With access to world leading designers such as Galvin Green, FootJoy, Oscar Jacobson, Nike, Adidas and Puma – not to mention exclusive designs only available to Function 18.

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Driving to success 

We took over management in November 2019 with the key objective to grow revenue for Non Brand Search Campaigns while maintaining a 5 to 1 ROAS. With the bulk of our management occurring during lockdown periods restricting the golfing industry, we knew that a par performance wouldn’t cut it. We gradually restructured the campaigns from their old formats to a best practice structure, covering all the previously missing features:

  • Responsive Search Ads
  • Single Keyword Ad Groups (SKAGs)
  • Target ROAS bid strategies

We built in and expanded Dynamic Search Ads to cover the site and focus on top performing landing pages, to help drive incremental volume. We added location customiser ad copy to dynamically personalise the ads with their delivery location. This has helped grow Click Through Rates. Stock levels varied greatly so we had to make performance adjustments when availability was low for certain ranges of products. As Google’s bid strategies can be slow to react to such changes, we leveraged the seasonality adjustment features to make adjustments based on stock.

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699%

increase in revenue in Dec 2022 compared to 2019

307%

increase in revenue from 2019 to 2020 despite the Covid-19 pandemic

21%

additional incremental revenue thanks to our DSA campaign

Electric Ride on Cars

Electric Ride on Cars (EROC) is the UK’s leading electric ride on cars specialist developing high-quality products that are interesting for kids, and also enjoyable. It came to Dark Horse because the previous agency generated a suboptimal performance. EROC wanted to grow and it knew that better results could be achieved. Dark Horse needed to get stuck under the bonnet.

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161%

Increase in ROAS

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